How do you launch a value campaign without compromising the equity of a premium brand?
That was the challenge before us on the Guinness 45cl brief. By sidestepping the conventional – and predictable – promo route, we were able to develop a campaign that focused the conversation on how much more the drinker was getting as opposed to how much less he would have to pay.
The result was the award-winning Guinness 45cl “Power of More” campaign. A visiting Diageo executive described the TV spot that launched the campaign as the best product ad he’d seen in years. We’re just glad it made so many beer drinkers want to reach for a Guinness.